graduate student from 01.01.2022 to 01.01.2026
Moscow, Moscow, Russian Federation
VAK Russia 5.2.1
VAK Russia 5.2.3
VAK Russia 5.2.4
VAK Russia 5.2.5
VAK Russia 5.2.7
This article examines the specifics of developing platform business models in the dietary supplement market amid the digital transformation of the economy. It analyzes theoretical approaches to the platform economy and identifies key factors shaping the development of this segment, including network effects, data use, changing consumer behavior, and institutional constraints. Particular attention is paid to the role of digital platforms as trust brokers in the face of high information asymmetry in the dietary supplement market. The paper systematizes the main types of platform business models, including marketplaces, direct-to-consumer (D2C) models, and ecosystem solutions, and identifies their competitive advantages and risks. Based on the analysis, it is argued that the further development of the dietary supplement market will be associated with increased personalization, the implementation of artificial intelligence technologies, and the formation of integrated digital ecosystems. The results can be used in developing digital transformation strategies for companies and increasing their competitiveness in the health products market.
platform business models, digital economy, dietary supplements, dietary supplement market, marketplaces, D2C, digital platforms, personalization, network effects, digital transformation, consumer behavior, ecosystems, trust, e-commerce
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